We worked closely with Google and our ad agency, BBDO Worldwide, to develop a strategy for digital video that really communicates our core story effectively. We looked at user retention curves in You Tube analytics and found ways to keep the viewer attention. More so than any other format, it helped us to hit all the right notes -- the strength of our heritage, commitment to customers, and spirit of innovation -- with great results.
Most notably, with our Google True View campaigns, we saw significant lifts in online awareness (+10. 4%), emotional connection (+10%), brand consideration (+8. 3%), and favorability (+8. 7%). You Tube enables us to test, learn, and deliver those nuanced and authentic messages that helped to improve brand perception. It allowed us flexibility, speed of….
